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An unknown 100-year-old granny, Marina Prieto, recently became the unexpected star of a viral campaign that revitalized Spain’s subway ads. Created by DAVID Madrid and JCDecaux, the campaign aimed to demonstrate the effectiveness of subway advertising. Photos of Marina doing everyday activities like watering her plants and eating churros suddenly appeared across hundreds of ad spaces in Madrid's metro. The mystery of who she was captivated the public, leading to a surge in social media engagement and discussions. As buzz peaked, JCDecaux revealed their campaign's purpose—to prove that even a modest social media presence could achieve widespread recognition through subway ads, prompting over 180 brands to reinvest in this advertising medium.Teams spotlight
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